Global Marketing and International Business Strategy

About this course

Master international marketing strategies and develop the skills needed to compete in today's global business environment. This course provides a comprehensive understanding of how organizations expand internationally, adapt marketing strategies across cultures, and build successful global brands. The course begins with the foundations of international marketing, introducing learners to global business environments, international trade theories, and the strategic factors that influence international market selection and expansion decisions. Learners will understand the opportunities and challenges organizations face when entering global markets. As the course progresses, learners explore international market entry strategies, global marketing research, and consumer behavior across cultures. The course examines how cultural, political, legal, and economic environments influence business decisions and marketing effectiveness in different regions. Learners will develop practical skills in product strategy, international branding, market segmentation, and positioning. The course demonstrates how organizations balance global standardization with local adaptation to meet diverse customer needs while maintaining brand consistency. Additional modules focus on international pricing strategies, promotional planning, distribution channel decisions, and organizational structures required to support global operations. Learners will gain insights into the complexities of managing marketing activities across multiple countries and markets. A key highlight of the course is the in-depth Starbucks case study, which provides real-world insights into international expansion, branding decisions, cultural adaptation, and global growth strategies. Through this practical example, learners will understand how successful global brands navigate international markets and sustain competitive advantage. By the end of the course, learners will be able to analyze international markets, evaluate expansion opportunities, develop global marketing strategies, and apply proven frameworks to real-world international business challenges.

Course objectives

• to understand the foundations of international marketing
• to learn about global business environments and international trade theories
• to examine the impact of cultural, political, legal, and economic environments on marketing decisions